THE ROLE OF SOCIAL MEDIA IN ONLINE REPUTATION MANAGEMENT: A CASE STUDY OF AUTOMOTIVE COMPANIES IN THE CZECH REPUBLIC

KLÁRA BAŠTÝŘOVÁ - KRISTIÁN KALAMEN - FRANTIŠEK POLLÁK

https://doi.org/10.53465/ER.2644-7185.2024.4.229-242

Abstract: This study examines how social media content strategies, including post frequency, content type, and sustainability-related topics, influence online engagement and perceived reputation for leading automotive companies in the Czech Republic such as Škoda, Hyundai, Audi, Kia, and BMW. By analyzing Facebook and Instagram posts from August to October 2023, the study explores how tailored content strategies shape audience trust, consumer perception and alignment with environmental values. The results show that Hyundai and BMW are leaders in the use of interactive and visually compelling content, while Kia has room for improvement. These findings highlight the critical role of social media management in enhancing online reputation through effective engagement strategies.

Keywords: automotive, Czech Republic, Instagram, reputation

JEL Classification: M31, L86, D83

Fulltext: PDF

Online publication date: 23 December 2024

To cite this article (APA style):

Baštýřová, K., Kalamen, K., Pollák, F. (2024). The Role of Social Media in Online Reputation Management: A Case Study of Automotive Companies in the Czech Republic. Economic Review, 53(4), 229 ─ 242. https://doi.org/10.53465/ER.2644-7185.2024.4.229-242

Publisher: University of Economics in Bratislava

ISSN 2644-7185 (online)

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.